Technology consumption and its consequences on family feeling
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2024-07-01
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en
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Abstract
Technology has become a daily activity in children’s lives, which brings various consequences
and parental concerns with it. Existing literature reveals how children and parents benefit and
experience disadvantages from technology. Besides, literature shows how the increase in technology
consumption can lead to an individualistic society with less face-to-face interactions.
In order to prevent negative consequences of technology, parents try to manage their children’s
technology consumption. Yet it remains unclear in marketing research what the actual
consequences are from the consumption of technology by children and parents for parent-child
relationships. Accordingly, this research uses Consumer Culture Theory (CCT) to gain insight
into how technology consumption by children and families affects parent-child relationships,
through a family identity lens. This research contributes to CCT research by extending the
family identity lens with the conceptualisation of ”family feeling”: the feeling that you are
living as a collective rather than an individual when at home with other family members and
the ability to completely be yourself among other family members. With data from family
interviews and netnography, the author identifies a process of technology consumption within
families. This process demonstrates how the family identity lens shapes children’s and family’s
technology consumption and what consequences this has on parent-child relationships in
terms of a family feeling. This process also reveals how negotiations between parents and children
arise and what impact this has on parent-child relationships. Finally, this research offers
insights into how firms can initialise advertisements and campaigns to reach both children and
parents and emphasise the feeling that family members live as a collective and be themselves
through the consumption of technology.
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Faculteit der Managementwetenschappen